What can watches teaches us about marketing

In his remarkable book about the role of design, Watches Tell More than Time, the designer Del Coates explains that “it is impossible, in fact, to design a watch that tells only time.”

I highly recommend this book. Why? How much time do I have? Not much? Okay:
The author first describes how you react to a new product the instant you see it. Surprised? (We are talking micro-seconds here.) Probably not.

Then he goes on to tell you how you come to like it or reject it. (Only  a few micro-seconds later.) If you are planning to develop a new product this is a required reading.